ania rodriguez

Millennials and their $200 billion of yearly buying power have brands searching high and low for ways to earn their attention. It has been an uphill battle thus far, as traditional marketing tactics don’t seem to resonate too well with these young consumers. They grew up using DVRs to skip 30-second TV spots, they can’t be troubled to crane their necks and squint their eyes at ...

At the heart of marketing is a desire to focus content on what people need, want, and think. Rather than blanket mass-produced messages to everyone, it’s imperative to dig into what audiences truly identify with, and then target them with the right material at the right time. Assigning personas to clients and users can be a great way to achieve this goal.